As investment in women’s sports accelerates, teams are increasingly treating dedicated training facilities not simply as amenities, but as strategic assets that strengthen recruiting, unlock revenue opportunities and create environments intentionally designed around the specific needs of female athletes.
In the latest SBJ Live session, Phoenix Mercury & Valley Suns President of Business Operations Vince Kozar, Populous architect Avi Greene, RAJ Sports Managing Dir Mike Whitehead and L.A. Sparks President Stacy Johns joined SBJ’s Bret McCormick to discuss how facilities have evolved from retrofitted spaces into state-of-the-art performance centers that are enhancing the business and competitive landscape of women’s sports. The session marks a crossover episode for a new SBJ Live facilities-focused series.
Facilities have become a competitive advantage: Speakers agreed that dedicated facilities are no longer considered a luxury, but an expectation for attracting and retaining talent while reinforcing organizational culture. Whitehead said facilities have become an increasingly important factor in player recruitment as athletes now evaluate organizations beyond salary, market size and championship potential. “The facility has become a really important part of the overall holistic picture for an athlete,” Whitehead said. “The facility really is now part of the team’s brand more than anything else.” Johns added that purpose-built facilities provide something many women’s teams have historically lacked -- a permanent home designed specifically for them rather than a shared men’s space. “I think what you really need to do is create a home that’s meant for female athletes, which is a very different proposition than what it is for men,” Johns said.
Designed for women, by women: Rather than building a facility with the same blueprint as the men’s, panelists emphasized the importance of designing around the unique physiological and lifestyle needs of female athletes. Johns noted that philosophy extended to the development process itself, saying the Sparks’ facility is “basically designed, built and thoughtful by women” and that “all women know women best and what they need ... what you need off the court.” Greene said Populous approaches women’s performance centers through core principles centered on foundational training spaces, women’s health, lifestyle support and privacy: “We as women are different. We have different physiology, which means that we have to train differently.” That idea extends beyond weight rooms and recovery spaces, with nutrition, childcare and security becoming necessities. Greene noted women often juggle responsibilities outside competition while also facing unique safety concerns, requiring facilities to be planned around the full athlete experience that takes into account life away from competition and not simply athletic performance.
Facilities become business assets: Beyond improving the player experience, panelists described facilities as revenue-generating business assets that create sponsorship opportunities, operational efficiencies and event opportunities. Kozar noted that the Mercury and Valley Suns’ facility has allowed the organization to secure a naming-rights partner -- United Wholesale Mortgage -- host partner activations, produce content in-house and create additional event space around major sporting events in Phoenix. Whitehead similarly noted the Portland Thorns and Fire quickly partnered with Kaiser Permanente because of the organization’s existing relationships and interest in both naming rights and medical innovation. Kozar added that investments throughout the facility have also improved day-to-day operations by bringing basketball and business staff together while creating flexible spaces that support everything from content production to sponsor events.
Intentional design shapes culture and performance: Panelists agreed that facility planning now extends well beyond architecture, with organizations involving members from across the operation in the design process. For the Mercury, Kozar noted a thoroughfare was designed to encourage daily interaction throughout the organization rather than allowing players to move directly from parking to the locker room. He said, “If you’re trying to create a culture where you’re saying hi to people every day and you’re interacting with people every day ... that creates a much better, not only environment, but culture.” Greene added that many of the most impactful design decisions came directly from candid conversations with athletes, emphasizing that facilities should begin with player input rather than assumptions. “They are your asset,” she said. “Without the players, you do not have a business model.”
Investment today fuels future growth: As women’s sports continues its commercial momentum, it was emphasized in the discussion that facilities represent more than infrastructure -- they signal an organization’s long-term commitment to players, partners and fans. Whitehead called purpose-built performance centers “a necessity,” noting that they improve recruiting while helping athletes maximize performance both professionally and personally. Kozar similarly framed facilities as visible demonstrations of organizational investment: “We’re not trying to get by from one year to the next. We’re trying to grow.”
The full recording of the episode is available for All Access subscribers.
